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The numbers associated with mobile-phone marketing have traditionally been mind-boggling. These are brands that deal in millions and billions of dollars. They can make even Unilever and Procter & Gamble Co. campaigns for their fast-moving consumer goods seem like budget operations.
News presenters on Romania's major channels were dressed in red, the color Vodafone uses in its marketing efforts.
The arrival of the Vodafone brand in Romania epitomizes the clout that such brands can bring to the media party. The company's first ad push in the country included a full-page front-cover ad on eight national newspapers. In addition, posters were plastered at 1,000 sites, and a host of buildings in key cities were illuminated with red (the color Vodafone uses in its marketing efforts). Online, full-screen ads turned 21 high-traffic websites red.

Many of these approaches are similar to what other mobile companies have done to re-brand themselves in other markets, but Vodafone's TV strategy was particularly noteworthy.

In a novel piece of product placement, news presenters on the country's major channels were dressed in red, and the weather and horoscope presenters ended their reports with the Vodafone slogan, "Make the Most of Now."

But Vodafone didn't stop there. The company kicked of the campaign with an event -- put together by the firm that organized the opening ceremony at the Athens Olympics -- that attracted more than 10,000 people and extensive news coverage.

~ ~ ~Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc